Underrated travel destinations are culturally rich locations that offer authentic, affordable alternatives to crowded holiday hotspots. There has been a shift in British travel for summer 2026, with a 1,000% increase in searches for "underrated destinations" this spring compared to last year, according to Google Trends. This growing demand moves away from traditional tourist spots towards off-the-beaten-path experiences.
With that being said, we’ve compiled a list of 5 underrated destinations to consider for summer 2026.
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1. Plovdiv, Bulgaria
Plovdiv is a Bulgarian city which is full of character and stands apart from the famous seaside resorts along the coast. As Europe’s oldest continuously inhabited city, it blends ancient Roman ruins with a modern creative district, offering a unique character.
While it has typically been a favourite for in-the-know travellers, the city is now stepping onto the world stage for 2026. The breakthrough comes this July with the debut of the PhillGood Festival, which has caught attention by booking iconic headliners like The Cure, Gorillaz and Moby at the historic Rowing Canal. This landmark event transforms Plovdiv from a quiet cultural secret into a major global destination.
Best time to visit
July is the standout choice. It’s the only time you can catch the headliners at the Rowing Canal before heading to the 2000-year-old Roman theatre for an atmospheric performance overlooking the city.
2. Shikoku, Japan
Shikoku offers a peaceful alternative to the fast-paced energy of Japan’s mainland. While cities like Tokyo and Kyoto are facing record-breaking tourism, Shikoku, the smallest of the main islands, remains a quiet, spiritual side of the country that many travellers have yet to discover.
Named a top crowd-free destination for 2026, it is the perfect escape for those seeking a more authentic side of Japanese life. The standout event for the year is the Awa Odori in Tokushima this August. This massive dance festival sees thousands of people fill the streets in a vibrant display of tradition, turning the island into a lively cultural hub.
Best time to visit
August is the ideal time to catch the festival’s energy. However, June offers a quieter, greener alternative for exploring the ancient vine bridges of the Iya Valley.
3. Ulcinj, Montenegro
Located at the southernmost tip of Montenegro, Ulcinj offers a striking contrast to the north. While the northern coast is famous for its rocky cliffs and high-end marinas, Ulcinj is defined by its 13-kilometre expanse of volcanic sand and a more relaxed, down-to-earth energy.
Quietly established as an affordable escape for those seeking a peaceful stretch of coast, the area is now being launched into the spotlight by a major cultural shift. For the first time in 25 years, the famous EXIT Festival will move from Serbia to Ulcinj’s Long Beach in July 2026. This relocation puts Ulcinj firmly on the global map, transforming a hidden gem into the season’s most anticipated destination.
Best time to visit
While July is the time to go for the festival’s high-summer energy, June offers beautiful weather and peaceful volcanic sands before the world arrives.
4. Astypalaia, Greece
Astypalaia offers a serene alternative to the crowded Greek hotspots. While famous neighbours have focused on tourism, this butterfly-shaped island remains a quiet escape defined by its white-washed villages and clear, turquoise coves.
For 2026, the island has become a global talking point as a model for sustainable travel. By moving entirely to electric transport and renewable energy, it is now the top choice for travellers seeking "quiet luxury" and eco-friendly holidays. It is a rare example of a destination that is embracing the future while keeping its traditional heart.
Best time to visit
June and early July are the ideal months to visit. You can zip around the island’s steep hills in an electric shuttle to find empty beaches before the strong August winds arrive.
5. Oaxaca, Mexico
Oaxaca provides a soulful alternative to Mexico’s popular beach resorts. While the Mayan Riviera is famous for its turquoise coast, this highland city is defined by ancient ruins and a world-class food scene. It is the home of mezcal, a smoky spirit similar to tequila, and mole, a savoury sauce made from a complex blend of spices and a hint of dark chocolate.
It remains a budget-friendly choice for travellers looking for a genuine connection to the country’s ancient roots and customs. The standout event for 2026 is the Guelaguetza festival this July, a spectacular celebration of traditional dance and costume that is widely considered the most authentic in the region.
Best time to visit
July allows travellers to catch the main festival alongside the International Mezcal Fair, while the light afternoon rain showers keep the valley lush and green.
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